UGC Statistics

  1. 92% of consumers turn to people they know for referrals above any other source.
  2. 90% of consumers say authenticity is important when deciding which brands they like and support (up from 86% in 2017). (Stackla)
  3. 84% of consumers say they trust peer recommendations above all other sources of advertising.
  4. 79% of people say UGC highly impacts their purchasing decisions. (Stackla)
  5. Consumers find UGC 9.8x more impactful than influencer content when making a purchasing decision. (Stackla)
  6. Millennials (ages 25 and above) are the biggest content drivers — contributing over 70% of all UGC. (DMNews)
  7. Millennials trust UGC 50% more than original content generated by the brands.
  8. Word-of-mouth marketing generates more than twice the sales of paid advertising.
  9. 74% of consumers rely on social media to inform their purchasing decisions.
  10. As few as 16% of brands have a strategy regarding user-generated content.
  11. According to ComScore, brand engagements rise by 28% when consumers are exposed to a mixture of professional marketing content and user-generated content.
  12. More than half of consumers (50%) wish that brands would tell them what type of content to create and share.
  13. Millennials find UGC to be 35% more memorable than content that came from mainstream sources.
  14. UGC-based ads get 4x higher click-through rates and a 50% drop in cost-per-click than average.
  15. UGC results in 29% higher web conversions than campaigns or websites without it.
  16. Consumers on average spend 5.4 hours per day with user-generated content. (OfferPop)
  17. UGC increases conversions by 10% when included in an online purchase path. (Salesforce)
  18. Social campaigns that incorporate UGC see a 50% lift in engagement. (Salesforce)
  19. One-quarter of search results (25%) for the world’s biggest brands are links to user-generated content.
  20. Almost half of customers (48%) claim that user-generated content is a great method for them to discover new products.
  21. On average, UGC can save brands the expense of a dedicated content producer ($72,000).
  22. 98% of employees use at least one social media site for personal use, of which 50% are already posting about their company. (Weber Shandwick)
  23. Content has 2x higher engagement when shared by employees. (LinkedIn)
  24. On average, your employees have a network that is 10X larger than your company’s follower base. (LinkedIn)
  25. During our paid advertising and advocacy research for our guide, we’ve found employees have an average of 1,000 social connections. If your organization for example has 1,000 employees creating and sharing content, they have a combined potential average reach of 1,000,000!
  26. Content shared by employees receives 8x more engagement than content shared by brand channels. (Social Media Today)
  27. A significant 70% of consumers will consider UGC reviews or ratings before making a purchasing decision. At least 41% of them will read four to seven UGC reviews to gain important insights on a product.
  28. A staggering 93% of customers believe user-generated content is very helpful when making a purchasing decision.
  29. Brand messages are re-shared up to 24 times more when distributed by your employees instead of a brand. (ViralNation)
  30. 35% of Gen Z believes that in the next 3-5 years, user-generated content will have more credibility than content created by a company or independent source.
  31.  87% of brands use UGC for authentic (and free) content.
  32. Engagement increases by 28% when consumers can view a mixture of user-generated product videos and official brand authored content. (SEMRush)
  33. Ads featuring UGC garnered 73% more positive comments on social networks than traditional ads. (Jukin Media)
  34. 31% of consumers say advertisements that feature UGC content are more memorable than traditional ads without it. (Jukin Media)
  35. Consumers are 2.4x more likely to say user-generated content is authentic compared to brand-created content. (Stackla)
  36. 56% of internet users say they find out about products from friends or acquaintances while 32% rely on customer reviews. (Statista)

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